Wednesday, February 4, 2009

Racing To The Finish Line For Penske

After location shoots in Phoenix, AZ and Reading, PA, and a studio shoot at NFL Films, I'm wrapping up post production at NFL on a brand repositioning film for Penske, an international transportation services company with annual revenues of nearly $18 billion. Penske associates from all levels of the company hieracrchy were asked a series of identical questions. Their unrehearsed responses were captured in Hi-Def video utilizing a unique camera set-up which enabled the associates to see, hear and respond directly to me. The final 10 minute film -- emphasizing Penske's core values of "passionately personal" customer service, dedication to excellence and fresh thinking and innovation -- will be distributed on DVD to all Penske employees around the world. My client contact is Jim Feenstra, Senior VP of Marketing: jim.feenstra@penske.com

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Victor Sonder

A Man Of Many Talents

Need a little direction?

As CEO/Creative Director of SONDER &, Victor Sonder handles marketing strategy, copywriting, art direction and production supervision for all print, broadcast and web oriented projects. In addition, when assignments are sufficiently large and complex, he assembles and supervises a team of renowned specialists from across the country to better address a company's specific marketing challenges. Drawing on his experience as founder of NFL Films Commercial Production Division, Victor is also a freelance director of commercials and longer-form projects for prominent agencies and corporate clients direct. His network TV campaign for NFL Sunday Ticket-the league's highly successful satellite subscription service-was recognized with a national Addy award. In addition, Victor's direction and writing have been recognized by the Clio Awards, The Hollywood Radio & Television Awards, The Art Director's Club and The Telly Awards among many others.

1969. "Is it for a bakery?"

1974. Lottery TV makes Headlines.

Ad Age featured the PA Lottery's first ever TV campaign on their front page: "Your lively television campaign for the PA Lottery makes it obvious that creating advertising can still be -- please excuse the word -- fun! You cranked up more than enough enthusiasm and turned out a parade of gems so loaded with interest and laughs every single word of your message came through. Brilliant concepts by your agency and inspired direction by Garrett Brown."

1976. They went ape-__ __ __ __!

Jackie Gordon, a small Philadelphia men's clothier, generated national buzz and landed the National Telly Award's retail commercial of the year. The spot was easy to write but a beast to produce. Garrett Brown, Steadicam inventor and brilliant director, tamed the beast.

1978. one that got away.

Hall & Oates sang the jingle, "How 'bout a drink for
old-times' sake?" And we made it all the way to the finals for the Hires Root Beer business. But Hires hired a huge NY agency. In the end, Hires lost out too. When was the last time you heard their name?

1980. sonder channels brando.

Send-up of the Academy Award winning film "On The Waterfront," this spot for Seafood Shanty won two Clios, including a Best Actor award for Victor Sonder. Sonder's comedic turn as Marlon Brando finished second to Mean Joe Greene's legendary performance in the classic Super Bowl commercial for Coca Cola.

1982. A day in the life.

A non-desperate, non-housebound housewife gets a lot more accomplished during her day than her working husband suspects. And Penn Maid Yogurt's low calories and light, fresh taste are right in step with her lifestyle. Yes, we took to the streets leading the yogurt revolution.

1984. Frank's Thanks Patty Smyth

Before Patty Smyth and Scandal hit it big, the rockers were singing the praises of Frank's Beverages.

1985. it all blows up in our face.

Victor Sonder wrote the lyrics, Edd Kalehoff wrote the music and Patti Labelle sang, "Philadelphia Get to Know Us." The TV campaign was running all over the country to rave reviews. Until a certain Mayor (who really wasn't a very Goode leader) approved the bombing of the MOVE compound in West Philadelphia. The city killed MOVE ... and our campaign.

1987. Split personality disorder.

What better way to embody WCAU-FM's new music format than to turn a mental disorder into a selling point. The client was crazy about the new campaign and so were prospective listeners.

brings a wealth of experience and widely recognized skills in marketing, strategic planning, copywriting, art direction and broadcast production to his role as SONDER &'s Creative Director. Victor began his career as a founding partner in SonderLevitt Advertising, a full-service agency at the forefront of the “creative revolution” on the East Coast.

IN THE BEGINNING

During the agency’s meteoric rise, Victor helped launch the Pennsylvania Lottery and turn it into #1 in the nation, and spearheaded all creative for Wendy's Old Fashioned Hamburgers in 8 of their largest and most profitable markets. He determined creative direction for a long list of political candidates (including Governors, Senators and one Presidential candidate) and numerous national/regional retail accounts including Silo Appliance Stores, Today's Man, Capezio Stores, After Six, Nan Duskin and Boyd's Philadelphia.

NATIONALLY-RECOGNIZED

Over the years Victor has gained expertise in virtually every phase of the marketplace, from retail, business-to-business and package goods to fast food, food service and high tech. His work in print, collateral design, radio, television and out-of-home advertising has been recognized nationally by the Clio Awards, New York Film Festival, the Addy Awards, Hollywood Radio & Television Awards and the One Club among many others.